Improve Your SEO
One of the questions that often crops up when talking to clients about their SEO is “How do you improve your SEO” or “How do I get to rank 1 for my keywords”. There’s no doubt that being rank 1 for all of your keywords would be beneficial, even statistics have proven that the number one spot on Google gets 300% more clicks than the number two spot. But I’m seeing more and more people get obsessed with this ‘number one spot’ and not thinking about the other variables that are just as important. SEO at the end of the day is a lead generator but it’s how these leads are converted once the user is on your website that people overlook. You can have the best SEO strategy in the world, but if your website isn’t designed to deal with its traffic, what use is it?
Here are three main factors to take into account when designing and optimising your website for maximum lead conversion:
Especially for page one ranking websites, content is key. If a user lands on your website they should immediately see what they’re looking for, if this isn’t the case and the user is forced to scroll further down the page in order to find something relevant this will result in a higher bounce rate (in which users click off your website seconds after arriving) and loss of conversion. Google ensures that it’s providing its users with relevant content and is increasingly rewarding content-rich websites especially on page 1 for its search terms. Try looking at your website from a user perspective, is it showing them what they want to see? And is it showing them enough of what they want to see?
This is a huge underlying factor that so many overlooks. If you want to check your website load speed you can do so at www.pingdom.com , what I’d then urge you to do is take the competitor URL from the number one Google spot you want to be at in your industry, speed test that, and compare them. A well-optimised site should take between 1 and 3 seconds to load. A recent study showed that the majority of websites hosted with ‘GoDaddy’ took 6 seconds plus to load. It’s in Google’s interest to provide a speedy response so if your website takes a longer time to load this could be the reason your SEO isn’t doing as well as it could be.
This is one of the most important factors to consider when analysing an SEO strategy and is a direct reflection of your website’s design, content and functionality. ‘Bounce Rate’ refers to how many users click onto your website then immediately click off it because they haven’t found what they’re looking for. Ranking at the top of page one means nothing without a low bounce rate, and the lower the bounce rate the better. This indicates that users are landing on your website and are immediately engaging with it. A bounce rate is calculated as a percentage and the closer you can get to 0% the better. The average is around 40%. If your bounce rate is higher than this, take a look at the underlying factors: Design, Content, Functionality and Load time and modify these to improve it. A great way to improve your bounce rate is to use A/B testing software such as unbounce to test multiple landing pages at once, and receive analytic reports on user activity. This quickly highlights what your users like to see and don’t like to see.
So remember, it’s not all about being rank 1 on Google! Try the above to improve your SEO campaign.